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BIG DEAL ENERGY

(BLACK FRIDAY · 2021)

(GYMSHARK)

I created and lead the execution of the company’s largest scale global campaign to date, with a concept which would showcase the confidence and attitude that customers get from shopping during the Gymshark Black Friday Sale.

A THUMB-STOPPING CINEMATIC CAMPAIGN TO GET ALL EYES ON GYMSHARK AT THE MOST IMPORTANT TIME OF THE SALES CALENDAR - BLACK FRIDAY

CREDITS.

CREATIVE LEAD.

MIKE RAVEN

DIRECTOR.

ESHAN 

AGENCY.

FRIEND

BRAND.

GYMSHARK

STATS.

LAUNCH

1.2M VIEWS

ASSETS

576+

SALES

£95M

Using key insights to identify important customer interests and shopping habits, the narrative is told through four main stories to generate hype and get the customer learning about ‘Big Deal Energy’ - a phenomenon sweeping the globe, one you can only experience with Gymshark. I lead the project at every stage – from concept and pitching, through to production and final execution of assets, collaborating with an amazing team of over 200 across the project. 

An interactive version of the campaign was turned into an Instagram game where users with the highest scores could win exclusive prizes and vouchers to use in the sale - all they had to go was share their winning card across socials, helping to spead the message of Big Deal Energy globally.

 

Scenes from the film were included in the 8-bit style game as easter eggs for the viewers to discover, such as the Gymshark Lifting Club.

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